Suchergebnisse

AbstractAdolescents are considered a critical consumer segment due to their huge spending power and significant influence in family purchase decisions. Parents, peers, and media are the three essential socialization agents that significantly influence adolescents' consumer knowledge (awareness), attitudes (attitude toward ad, brand, and price), and purchase behavior via the process of consumer socialization. This meta‐analysis investigates the impact of these agents by integrating findings from 36 studies, including 194 relationships among 29,209 adolescent respondents. The study examines the moderating role of various cultural dimensions (individualistic, power distance, and masculinity), publication year, and age. The findings reveal that peers have the maximum number of significant effects, followed by media and parents. Parents and peers have a stronger impact on adolescents' attitudes toward brand in cultures that are high in individualism and power distance. The effects for many focal relationships are stronger in recent publications, which confirms the critical influence of the external environment, including access to the Internet and social media. Age, culture, and publication year moderate key relationships. The study contributes to consumer socialization literature and has practical implications for marketers interested in teenage consumers.

AbstractConsumers regularly track their expenses and assign them to categories like food, entertainment, and clothing, which is popularly known as mental accounting. In this paper, we show that consumption biases that result from mental accounting—underconsumption or overconsumption—are not prevalent in Easterners due to their holistic thinking style, whereas Westerners exhibit such biases due to their analytic thinking style. In Study 1, we collected data with Easterners (students from the eastern part of India) and show that they do not exhibit mental accounting biases as is seen in Westerners. In Study 2, we show that such differences in mental accounting across cultures result from their thinking styles by manipulating thinking styles within a Western population (American students from the Midwest). We also show that the differences in styles of thinking across cultures motivate two different types of accounting processes—a piecemeal accounting process in the Westerners and a comprehensive accounting process in the Easterners—which in turn influence the differences in mental accounting biases across cultures. This finding adds to the growing literature in cross‐cultural differences in consumer decision making and explores how and why a well‐documented robust effect, mental accounting, varies with the cultural background of the consumers.

AbstractMetaverse is portrayed as the next significant technology innovation with an estimated market opportunity of US $800 billion. Metaverse offers numerous opportunities and an unmatchable user experience, yet its acceptance among the masses is still a long way off. Moreover, within 2 years of its existence and grandiose hype about a huge market potential, the current business sentiments are not so hopeful. Despite the positive and encouraging feedback, the reasons behind the limited success of the metaverse need scientific exploration. This study uses netnography to collect online data from 751 articles (news articles, expert opinions, perspectives, and blogs). Further, we use the text‐mining method of structural topic modeling to generate insights from the text data and perform a sentiment analysis. The identified topics are mapped and explained using the behavioral reasoning theory to highlight "reasons for" and "reasons against" metaverse adoption. The study's findings identify flexibility, brand experience, human centricity, and virtual retail experience as enablers of acceptance of the metaverse, while regulatory issues, usage barriers, financial investment, and skepticism act as barriers to adopting the metaverse. Further, social adventure and social influence were identified as enablers categorized under subjective norms. This study contributes to the scarce literature on metaverse adoption and offers actionable insights to marketers to craft marketing strategies to benefit from the metaverse.